Top Banner
How to Use Trust to Exorcise Your Checkout Ghosts
53

How to Use Trust to Exorcise Your Checkout Ghosts

Feb 08, 2017

Download

Marketing

Trustpilot
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: How to Use Trust to Exorcise Your Checkout Ghosts

How to Use Trust to Exorcise Your Checkout

Ghosts

Page 2: How to Use Trust to Exorcise Your Checkout Ghosts

Presenters

CHRIS AYANDirector of Client Strategy

Hawke Media

JORDAN GARNERDirector of Marketing

Trustpilot

Page 3: How to Use Trust to Exorcise Your Checkout Ghosts

Intro to Trustpilot & Hawke Media

The Challenge

Your Website

Your Acquisition Channels

Your Homework

Q & A

Agenga

Successful Exorcisms

Page 4: How to Use Trust to Exorcise Your Checkout Ghosts

Introduction toTrustpilot

Page 5: How to Use Trust to Exorcise Your Checkout Ghosts

Trustpilot by the Numbers

Page 6: How to Use Trust to Exorcise Your Checkout Ghosts

Trustpilot for Consumers

• Free for all – consumer review site• Discovery and recommendation platform• Social sharing and community experience

• Automated review collection system• Customer engagement and interaction• Insights and analytics engine

Trustpilot for Businesses

Page 7: How to Use Trust to Exorcise Your Checkout Ghosts

Retail Services

Money

Page 8: How to Use Trust to Exorcise Your Checkout Ghosts

Common Client ChallengesManage Online

Reputation

• Managing online reputation & brand development

• Standing out from competition

• Developing social media presence & community

Drive Traffic

• Improving PPC performance

• Driving SEO traffic via branded search

• Optimizing performance of other paid digital channels

Increase Conversions

• Increasing conversion rates & growing sales

• Creating repeat customers & sales through advocacy

• Increasing AOV

Improve Business

• Collecting customer feedback & insights

• Identifying unhappy customers & resolving issues

• Hearing value prop in customers own words

Page 9: How to Use Trust to Exorcise Your Checkout Ghosts

Introduction toHawke Media

Page 10: How to Use Trust to Exorcise Your Checkout Ghosts

Hawke Media

Page 11: How to Use Trust to Exorcise Your Checkout Ghosts

Brands We’ve Ignited

Page 12: How to Use Trust to Exorcise Your Checkout Ghosts

The Challenge

Page 13: How to Use Trust to Exorcise Your Checkout Ghosts

Definition of CHECKOUT GHOSTS:Potential customers that enter your conversion funnel and show interest…

They do stuff like:- they look around on your site- add to their cart- partially fill out forms- click on your ads- read your emails- search for stuff

…and then they

DISAPPEAR!

BOO!Maybe I’d like to purchase… but maybe NOT!

Page 14: How to Use Trust to Exorcise Your Checkout Ghosts

Metrics That Might Indicate You Are Haunted:

High Bounce Rate Low Conversion Rate# of visits viewing 1 page only

# of entries to the pageBR = # of visitors doing the desired action

# of total visitorsCR =

- Home page- Landing pages- Form fill-out’s- Shopping cart page- Payment details page

CommonlyHaunted Locations:

Page 15: How to Use Trust to Exorcise Your Checkout Ghosts

Common Tips to Increase Conversion & Decrease Bounce:- Use landing pages

- Make sure your site is responsive

- Check your site speed

- Use clear calls to action

- Check your design

- Audit your content

Page 16: How to Use Trust to Exorcise Your Checkout Ghosts

Recent studies show a lack of CREDIBILITY &

TRUST is the #1 reason prospects don’t purchase.

Page 17: How to Use Trust to Exorcise Your Checkout Ghosts

72% of people trust consumer opinions posted online

(2nd only to “Recommendations from people I know”)

-Neilson study

Page 18: How to Use Trust to Exorcise Your Checkout Ghosts

92% of consumers say buying decisions are influenced by online

reviews - 87% use them for both brick-and-mortar

& online purchases

The Impact of Reviews on Consumer Buying Journey

72% of consumers will take action after reading

a positive review

Customers are likely to spend 31% more on a

business with “excellent” reviews

Page 19: How to Use Trust to Exorcise Your Checkout Ghosts

Need recognitio

n

Product

specification

Evaluation

of option

s

Purchase decision

Post-

purchase

Influenced by reviews

Look for reviews

Leave reviews

“I need a new

couch...”

One person, influenced by

opinions

May ignore specs if “like

something better”

How Consumers Purchase

Look for reviews

Leave reviews

Look for reviews

“What kind of couch should I

get?”

“Where can I buy this kind of

couch?”

“Should I buy this couch from this

business?”

“Would I shop again or

recommend to a friend?”

Page 20: How to Use Trust to Exorcise Your Checkout Ghosts

Credibility & Trust Factors:

…make people trust & believe what the website is saying

…give people reassurance that their personal information is safe

…instill confidence that this is a good place to spend money

…eliminate the buying dilemma (should I or shouldn’t I?)

Do these 4 things & watch conversions grow!

Page 21: How to Use Trust to Exorcise Your Checkout Ghosts

Your Website

Page 22: How to Use Trust to Exorcise Your Checkout Ghosts

Content Assets That Establish Credibility

Must Have/Very Important:

1: Contact Info 90%

2: Research Reports 42%

3: About Info 40%

4: Testimonials 38%

5: Case Studies 37%

Page 23: How to Use Trust to Exorcise Your Checkout Ghosts

Tips for Making Your Website Credible & Trustworthy Eliminate all grammar & spelling errors

Make sure your full contact info is highly visible throughout your site

Enable live chat on pages where prospects may have questions

Include personal content – real stories, pictures, videos, etc.

Ensure your design is professional & responsive

Make sure your hosting is reliable & your site loads fast

Show that you regularly update your content (blog!)

Link to other web properties – no legit business only has a website

Highlight your unique value points & differentiators

Last but not least...SOCIAL PROOF!

Page 24: How to Use Trust to Exorcise Your Checkout Ghosts

Building Credibility & Trust Through Social ProofB2C: B2B:

Credentials/CertificationsRatings & Reviews (3rd party validated)

Picture/Video TestimonialsCounts of People Shopping/Signed Up

Venue for Feedback!

Credentials/CertificationsRatings & Reviews (3rd party validated)

Awesome LogosCase Studies/Co-Marketing

Venue for Feedback!

How was ordering from

BOO-mingdales? Would you

recommend shopping there?

Totally! It was spook-tacular!!! I’ll definitely be

purchasing from them again soon!

Page 25: How to Use Trust to Exorcise Your Checkout Ghosts

Credentials & Certifications To Build TrustCredentials to Consider:

o Awards

o Prominent media mentions

o Industry-specific seals

o Category rankings

o Prominent partnerships

o Recommendations from experts

Real estate is limited & precious - ask prospects/customers what

is meaningful and test the impact!

Page 26: How to Use Trust to Exorcise Your Checkout Ghosts

Unique Value Points & Differentiators To Build Trust Points to Highlight:

o Trials/Free options

o Satisfaction guarantees

o Fast delivery

o No hassle returns

o Flexible payment options/terms

o Offers/discounts

o “Get it here first”

o Anything you do better!

Page 27: How to Use Trust to Exorcise Your Checkout Ghosts

Ratings & Reviews To Build TrustHow to Make Reviews Appear Authentic:o Include both ratings & actual review text – no multiple-choice!

o Make sure reviews are recent & updated regularly – include dates

o Include names of reviewers (although they should not be required)

o Utilize 3rd party validated reviews (people will know if you wrote them)

o Quantity matters ask all customers & optimize your response rate

o Consider including responses, or linking to where responses live

o Consider showing not JUST 5-star reviews…we know it’s scary!

Page 28: How to Use Trust to Exorcise Your Checkout Ghosts

Tips on Using Ratings & Reviews To Build Trust Consider including ratings & reviews in multiple locations on your site

- product pages or plans pages- category pages & search result pages- home page- landing pages- shopping cart & payment details- form fill-outs (get a quote, free sign-up’s, create an account)

Use company-level reviews to supplement product reviews to bolster quantity consider breaking down company-level reviews by product category to add specificity

Show review content that addresses specific concerns in relevant areas of the site Carefully decide where to link to reviews off-site (ensure links open in new tabs) Email is great for review collection, but consider an embedded review form on-site Make visible to real customers only by putting it behind a log-in or on order confirmation page

Page 29: How to Use Trust to Exorcise Your Checkout Ghosts
Page 30: How to Use Trust to Exorcise Your Checkout Ghosts
Page 31: How to Use Trust to Exorcise Your Checkout Ghosts
Page 32: How to Use Trust to Exorcise Your Checkout Ghosts
Page 33: How to Use Trust to Exorcise Your Checkout Ghosts

Your Acquisition Channels

Page 34: How to Use Trust to Exorcise Your Checkout Ghosts

Main Forms of Customer Acquisition:

Paid OrganicDirect Response:- Facebook (Social Acquisition)- Google AdWords (SEM)- Retargeting/Remarketing

Branded:- Display- Email Capture- Content Syndication

- Social Content Distribution- Organic Social Media- Earned Media (PR)- SERP Emphasis

Page 35: How to Use Trust to Exorcise Your Checkout Ghosts

Choosing the Right Acquisition Funnel:

Direct Response: Educations/Branding:Short-term return or long-term return?

(building up LTV!)

Does your product have a low enough barrier for entry?

Is your product easily understandable?

Do your customers need to learn more?(education lends itself to third-party validation)

What is your funnel goal?

Is earned media (PR) a good fit?

Does SERP emphasis make sense?

Page 36: How to Use Trust to Exorcise Your Checkout Ghosts

Facebook and Third-Party Validation:As a direct response tool, tapping into third-party validation is key Allows you to utilize customer reviews to

your advantage Places third-party validation at the forefront,

helping to move consumers through the purchase funnel quickly

Eliminate as many barriers as you can Providing reviews here eliminates potential

losses on-site, as well as the need for the prospect to look elsewhere

Page 37: How to Use Trust to Exorcise Your Checkout Ghosts

Email and Third-Party Validation:Email is a great supplement to all acquisition funnels

Consider utilizing a Welcome Series Utilizes the acquisition funnel for email capture Provides a product/company overview Adding ratings & reviews can prompt on-site action

Recapture & Re-Inspire 7% of retailers are not using ratings or reviews of their

products in email Reduce product/cart abandonment re-introduce with

product info, bring in additional reviews to supplement

Page 38: How to Use Trust to Exorcise Your Checkout Ghosts

All About Facebook Marketing:Robust targeting capabilities allow you to understand your core audience Target interest, age, gender, location, online & offline behavior Target past customers, newsletter sign ups or site traffic with custom audiences allows you to tailor

your message depending on where people are in the purchase funnel

Doesn’t work off of cookies Works off of logins instead which ensures that you are reaching real people and the right audience

Refute or support theories you have about who your customer is and what their interests/behaviors are

Robust optimization capabilities Allows you to optimize for the result you really want Examples: clicks to your site, brand awareness, app downloads, email capture, online purchases, etc.

Page 39: How to Use Trust to Exorcise Your Checkout Ghosts

All About Email Marketing:Using a pop-up is best practice to acquire more emails Try incentivized pop-ups give someone a reason to submit their

email (% off, $ off, free eBook) Make sure pop-up’s are on brand be playful with the language

but stay consistent

Utilize email nurturing Automation – based off of behavior on-site Promotional – sales, special offers, etc. Personalization – segment everything for more personalized messages Optimization – always optimize and test new things to increase stats

Page 40: How to Use Trust to Exorcise Your Checkout Ghosts

Tips for Facebook Retargeting:Facebook retargeting allows you to efficiently and cost effectively drive traffic back to your site or mobile app to get prospects to complete a desired action

Upload emails from your ESP, CRM, and/or purchase list into FB and target these people with specific messages to get them to purchase for the first time, purchase again, or to send them exclusive offers/messages

Retarget people based off on-site behavior… Howwwwwwwwwdid you find me on

Facebook??

SPOOKY!

Page 41: How to Use Trust to Exorcise Your Checkout Ghosts

Tips for Facebook Retargeting:Facebook offers custom audience capability so you can be more targeted

Retarget people who have visited your website in the past 1 – 180 days- Tier the times & target people with different messages based on the last time they visited the site

Retarget people who have visited specific web pages- Target particular products, the cart, etc.- Exclude certain URLs (EX: someone who has visited the cart page but not the checkout page for a better cart abandonment campaign)

Retarget people based on how much time they’ve spent on your site (new from FB)

Retarget people based on how many times they’ve visited your site in the past 30 – 180 days

Re-engage users who’ve downloaded your app to drive them to take a desired action

Try dynamic retargeting retarget people with the same product they were viewing on your site

Page 42: How to Use Trust to Exorcise Your Checkout Ghosts

How Facebook and Email Work Together:Place a lead pixel on your email pop-up & optimize for email capture Over time, drive down your CPL & increase volume

Increase efficiency with your use of spend(especially if you have small budgets!) Easier/cheaper to get smaller commitments from

prospects, but you are still able to put them in your funnel for nurturing

Use email for down-funnel conversion Allows you to connect with your customers, educate

them, and send specific messaging based off of purchase behavior or on-site behavior

Page 43: How to Use Trust to Exorcise Your Checkout Ghosts
Page 44: How to Use Trust to Exorcise Your Checkout Ghosts

Successful Exorcisms

Page 45: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:traffic was up, but difficulty converting prospects to inbound leads

Tactic:put reviews all over website & display ads

Results:retargeting conversion increased 38%inbound calls increased 17%form completions increased 9%conversions increased 12%revenue increased 13%

Page 46: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:new product category & brand,very low conversion rates

Tactic:add reviews to landing pages, home page, and email marketing

Results:landing page conversion increased 15%download conversion increased 4%email marketing conversion increased 1%

Page 47: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:low engagement on site, low conversion

Tactic:add reviews & trust signals to key engagement & conversion areas

Results:website conversion increased 33%

Page 48: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:invested in traffic, but not showing consistent conversion

Tactic:add ratings & reviews in areas that have high bounce

Results:conversion increased 7%total revenue increased 14%

Page 49: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:lots of traffic to website, thenlots of bounces

Tactic:place ratings & credibility indicators atmost important conversion steps

Results:conversion rate increased from 2.4% to 6.8%new home page saw a 31% increase in sales

Page 50: How to Use Trust to Exorcise Your Checkout Ghosts

Challenge:newer brand, traffic isn’t following through to contact phase

Tactic:add trust signals throughout website as well as link to awesome Trustpilot profile page

Results:conversion rate increased 58%

Page 51: How to Use Trust to Exorcise Your Checkout Ghosts

Your Homework

Page 52: How to Use Trust to Exorcise Your Checkout Ghosts

Your Homework:1. Measure & Evaluatewhere do we lose prospects?

2. Infuse Website with Trusthow can I make my more site trusted?

3. Add Trust to Acquisitionhow can I build trust into key channels?

4. Test, Optimize, & Win!

I ain’t afraid of no [checkout] ghost!

Page 53: How to Use Trust to Exorcise Your Checkout Ghosts

Q&A

Who you gonna call? Trustpilot & Hawke Media!